Impact Marketing Services aims to be full service BTL agency of Rs 100 crore

Impact Marketing Services is a full service BTL agency. Rajesh Menon, MD, Impact Marketing Services spoke about the vision in 2012 and future plans of the agency. The company offers a wide range of in-house service lines.

Menon said, “Our Vision 2012 plan was launched in 2006 when the company was formed. The Vision 2012 plan marks out a year on year plan that the company has benchmarked for itself to achieve its stated objective of becoming a Rs100 crore agency and among the top 3 BTL agency by 2012-13. Broadly speaking, the plan document looks at three growth areas on organic growth through internal skill building process, on development of new service lines and development in-organic growth through possible acquisitions. Over the past four years of operations the organisation has been growing in line with its vision 2012 document. All employees in the organisation are exposed to this vision document annually so as to ensure that everyone in the organisation is attuned to the organisation objective and benchmarks for each year.”

“Our future plans include increasing focus on providing a holistic and comprehensive single window integrated approach to our clients. We have identified a few focus areas that we believe would play an important role in providing this. These include specialist areas like sports marketing, loyalty marketing and digital marketing. Impact Marketing Services has already set up a full fledged subsidiary that will focus completely on sports marketing. Over the past two years, Impact Marketing Services has already created and managed successful sports properties such as the Coca-Cola Mir Iqbal Hussain Trophy and partnered with FICCI to promote an International conference with the theme of ‘business of sports’. On the anvil in this area is to look at emerging sports such as football and basketball and see how these sports could be integrated with corporate marketing programs,” said Menon.

“Impact Marketing Services is also looking at either creating a full-fledged digital or loyalty marketing division to service its existing clients or possibly acquire these skills through a possible acquisition in the near future,” he added.

Menon further said, “Unlike most agencies in the country that focus on a particular line of business, Impact Marketing Services offers an integrated single window approach to its clients. We partner our clients in meeting their marketing objective. The range of campaigns that we plan and execute for our clients cover the entire gamut of what constitutes Below-the-line programs right from event marketing, experiential marketing, sales support systems, trade marketing, school programs and exhibitions. For example for Coca-Cola, Impact Marketing Services plans and executes one of the largest school contact programs. In order to promote Coca-Cola corporate philosophy of “ active and healthy lifestyles”, Impact Marketing Services plans and executes two National level programs – The Limca Book of Records Quiz that runs in over 3000+ schools across 100 cities and the Coca-Cola Mir Iqbal Hussain Trophy along with the All India Football Federation that goes to identifying and selecting the National Under 16 India team through a comprehensive Inter-school football tournament that is implemented in over 300 districts across the country.”

“For brands in the telecom segment, Impact Marketing Services runs and manages one of the largest In-shop programs aimed at generating a brand switch at the point of sale deployed on behalf of its clients; Impact Marketing Services manages a team of over 2000 trained counter staff across the country. These In-shop demonstrators are benchmarked on improving the counter share of the brand at the retail shelf,” Menon added.

“For its technology clients, Impact Marketing Services plans and manages programs ranging from creating holistic integrated programs aimed at the SME segment. This includes leveraging various associations across the country, direct sales programs and events to reach out, influence and generate leads for the company sales systems,” further added Menon.

Impact Marketing Services works across industry ranging from telecom, FMCG, IT and Industrial.